Dutch Top Model Doutzen Kroes Stars in Cheel’s Latest for Samsung Netherlands

By Erik Oster 

Cheel has released a new campaign for Samsung’s new Galaxy Alpha smartphone, featuring top model Doutzen Kroes.

The campaign is centered around a 30-second broadcast spot capitalizing on Kroes’ popularity. In the spot, Kroes is shown out clubbing with friends (according to the PR release, these are her actual friends, in real life!). Kroes finds reason to use her phone in various ways, as text such as “metal design” and “supersnelle autofocus” appear onscreen. Ultimately, it a very forgettable approach, as it seems Cheel is really banking on Kroes’ star power to carry the spot.

“The campaign perfectly illustrates the feeling that the Galaxy Alpha personifies: connected and stylish at the same time, while you enjoy the fun things in life,” said Gerben van Walt Meijer, Samsung mobile marketing manager.


Client: Samsung Electronics Benelux B.V.

Client representatives: Roos Bulder, Marius Klijzing, Gerben van Walt Meijer, Raymond Mesterom

Bureau: Cheel

Account: Janita Veenstra, Peter-Paul Blommers, Eric de Lange

Concept: Jac de Ruiter

Art direction: Jac de Ruiter, Ton van Jole

Director: Jasper Zwartjes

Photography: Jasper Zwartjes

RTV Producer: Joze Rikken

Production: In case of Fire

Offline editor: Martin Heijgelaar/ MRTN

Post-production: The Ambassadors

Management: Brand New Live

Sound editing: The Ambassadors

Music: Breaking Out (Extended Mix) by David Vrong Feat. Amaƫlle

Media: Starcom Nederland